In October last year the merchant reported Champagne sales of £5m, this year it expects to double that, having already sold “well over” £4m worth of bubbly – further proof that Champagne has managed to successfully connect with the fine wine market.

“We’re well over £4m-worth of Champagne for the year,” said Birchley, “It’s become a major feature for us. We’re hoping to do £10m this year.

“Dom Pérignon has been a massive part of that. As a brand and a prospect for investors and drinkers it still provides incredible value.

“Our sales of Dom Pérignon are over £2m this year, which is 50% of our Champagne sales.

“The market (for fine wine) is still there. People are out buying. We’ve got a few customers spending large amounts on wine and Champagne and we don’t see that slowing up.”